Influence of Market Development Strategies on Sustainable Conservation of Heritage Sites in Nyeri County, Kenya

Abstract

In the recent years, heritage sites have faced numerous challenges, including cultural commercialization, organic dilapidation, development pressure, inadequate marketing and improper use and maintenance. Kenya has begun to embrace sustainable heritage tourism development goals that are aligned with Kenya's Vision 2030. This paper examines the influence of market development strategies on the sustainable conservation of selected heritage sites in Nyeri County. Ansoff's marketing and sustainable development theories underpinned the study’s theoretical foundation. A cross-sectional descriptive survey design was adopted. The target population included local community, tourists, and key informants from the County government of Nyeri, the National Museums of Kenya, and site supervisors. The sample size was 762 respondents, consisting of 384 locals, 367 tourists, and 11 key informants. Data were collected using questionnaires and interviews. Quantitative data analyzed using the SPSS through descriptive and inferential analysis. Qualitative data followed a content analysis, with responses grouped as themes. The response rate for questionnaires was 66.2%, while that of interviews was 100%. The results of correlation analysis revealed that market development strategies (r=0.551, p=0.000) statistically exhibited a positive significant relationship with the sustainable conservation of heritage sites in Nyeri County. The study concluded market development strategies a catalyst for attaining sustainable conservation initiatives by promoting tourism activities using aggressive marketing techniques, utilize market segmentation to increase customer bases, and having a management department that orchestrates viable marketing ideas resulting to increased market bases, translating into sustainable initiatives of heritage sites to meet the demand and uphold sustainability. The study recommends a market development strategy to be anchored on the County's economic policies and plans to ensure that heritage sites are allocated the required funds to develop their marketing goals, with a structured management team for accountability on matters of heritage sites and active involvement of the locals.